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Improving Hotel Services in Romania Using Marketing Campaigns

Author

Listed:
  • Marin-Pantelescu Andreea

    (The Bucharest University of Economic Studies, Romania)

Abstract

Hotel services represent a basic component of tourism services as tourists spend more than half of the holiday time in these spaces (8 hours of passive rest, 3 hours of active rest, 2 hours for body hygiene and changing the outfit). A tourist product cannot be watched, tried or checked before being purchased. This is why the promotional activity must create a true image, express an accurate description of the offered services. Promotion needs to be compelling in such a way as to determine customers to make the purchasing decision. Thus, promotion must be as diversified as possible to inspire customers. The purpose of my investigation is finding ways to raise the hotel services in Romania. The objective is to research if marketing campaigns has an impact or influence in raising hotel services in Romania. Can we do it? using marketing as a tool to reach our customers and then make them ours for a lifetime? The methodology used in deep interviews with hotel customers during three months before and after the marketing campaigns. The qualitative results have shown the fact that customers are influence to a large extent by the marketing campaigns undertook by the hotels. The implications of the answers of the results offer tour managers a way to increase the quality of the services they provide and also to develop customs loyalties.

Suggested Citation

  • Marin-Pantelescu Andreea, 2018. "Improving Hotel Services in Romania Using Marketing Campaigns," International Conference on Marketing and Business Development Journal, The Bucharest University of Economic Studies, vol. 1(2), pages 56-68, December.
    • Handle: RePEc:aes:icmbdj:v:1:y:2018:i:2:p:56-68
    as

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    References listed on IDEAS

    as
    1. De Vries, Eline L.E. & Duque, Lola C., 2018. "Small but Sincere: How Firm Size and Gratitude Determine the Effectiveness of Cause Marketing Campaigns," Journal of Retailing, Elsevier, vol. 94(4), pages 352-363.
    2. Hunold, Matthias & Kesler, Reinhold & Laitenberger, Ulrich & Schlütter, Frank, 2018. "Evaluation of best price clauses in online hotel bookings," International Journal of Industrial Organization, Elsevier, vol. 61(C), pages 542-571.
    3. Shang, Jingzhi & Basil, Debra Z. & Wymer, Walter, 2010. "Using social marketing to enhance hotel reuse programs," Journal of Business Research, Elsevier, vol. 63(2), pages 166-172, February.
    4. Sari, Kazim & Suslu, Murat, 2018. "A modeling approach for evaluating green performance of a hotel supply chain," Technological Forecasting and Social Change, Elsevier, vol. 137(C), pages 53-60.
    5. Perez-Mujica, Luisa & Duncan, Roderick & Bossomaier, Terry, 2014. "Using agent-based models to design social marketing campaign," Australasian marketing journal, Elsevier, vol. 22(1), pages 36-44.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    tourism; marketing; promotional mix; loyalty; qualitative research.;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • Z3 - Other Special Topics - - Tourism Economics

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